Yellow Tail is a brand of wine produced by Casella Wines Pvt Ltd. Casella wines is based in Australia.

Yellow Tail was developed around the year 2000, originally marketed to export countries and became the number one imported wine to the USA by 2003.
The largest volume of wines imported into India are from Australia, selling an estimated 75,000 cases (30 per cent of the total) of all imported wine sales in India in 2010-11, having narrowly overtaken French wines.

Do you know
US has third largest aggregated consumption of wine in the world. Industry: $ 20 billion Competitors: France, Italy, Spain, Chile, Australia, Argentina. Market hold: Top 8 companies produce more than 75% of the wine in US and other 1600 wineries produce the remaining 25% Casella Wines from Australia created a wine whose strategic profile broke from the competition. Within three month Casella Wines average sales were tracking at $ 4.5 million and this was surprising.

7 Principle factors for a wine industry

Price of bottle
Diverse range of wine Packaging and labelling

Factors affecting
Complexity of wine Consumer awareness

Prestige of vineyard

Aging quality

For a successful brand creation. IN INDIA

CASELLA WINES must follow Blue Ocean Strategy to make the competition irrelevent in the Indian Market

WHAT IS BLUE OCEAN STRATEGY?

BLUE OCEAN STRATEGY

Imagine a market universe composed of two sorts of ocean.

Blue Ocean

Red Ocean

Blue Ocean V/s Red Ocean

Red Ocean represent all the industries in existence today. This is known as Market Space Industry boundaries are defined and accepted Competitive rules of the game are known Companies tries to outperform their rivals to grab a greater share of existing demand As the market space gets crowded, prospects for profits and growth are reduced Product become commodities, and cut-throat competition turns the red ocean bloody. Blue Ocean denote all the industries not in existence today. This is the Unknown Market Space. Blue Oceans are defined by untapped market space, demand creation, and the opportunity for highly profitable growth Competition is irrelevant Rules of game are waiting to be set

Study Research claimed that

Profit Impact

Revenue impact

Business Launch
0% 20% 40% 60% 80% 100%

Approach to VALUE INNOVATION

Created when a company lowers costs while increasing the companies value proposition to its buyers Value innovation is achieved by: Reducing factors the industry competes on Increasing buyer value by creating elements the industry has not yet offered

What actions must it take for Indian Market?

ACTION ELIMINATE CASELLA WINES Enological Terminology, aging quality, above the line marketing

REDUCE

Wine complexity, Wine Range, Vineyard Prestige Price Versus Budget Vines Easy drinking, Ease of Selection, fun and adventure

RAISE

CREATE

Speculations
They will be good at: Climatographic Conditions Value Innovation Wine Legacy

Support Factor: Trend for wine For non-alcholic drinkers Uncontested Market

To work hard on: Acceptability factor Political Factors External Factors

Conclusion

Opportunities are available Exploration Needed Creation of Uncontested Market Creation of Blue Ocean Strategy

Campus Overview
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Goldline Business Centre Linkway Estate, Next to Chincholi Fire Brigade, Malad (West), Mumbai 400 064.

Thank You